Shopify
AI Production Pipeline
Performance creative · Factor for Shopify · Creative Director · 2025
Context
One creative concept. 16 markets. It had to feel native in each — not one hero subject dropped onto 16 backgrounds, which audiences read as fake instantly. Real localization meant a culturally-distinct hero for every market, in two aspect ratios. Producing that as a traditional shoot across 16 countries wasn't feasible at the cadence or budget.
The build
32 creatives — 16 markets × 2 aspect ratios (1:1 for feed, 9:16 for stories) — from a single concept system, produced through an AI pipeline: ComfyUI for node-based generation, Claude Code/Figma for export across placement specs.
Markets: JP, BR, DE, FR, IT, ES, MX, IN, KR, TH, VN, ID, PH, AU, CA, US.
Representation and review
Every market's creative was reviewed by people in that market before ship — a cultural check, not just a quality one. Generation produced the range; in-geo reviewers confirmed each hero subject read as authentic and flagged anything that didn't. The pipeline scaled production; local human judgment held the bar on representation.
Result
A 16-market shoot ran ~$150K in previous campaigns. The AI pipeline delivered the same scope for roughly the cost of compute — cutting production to a fraction of a traditional shoot.
